This course is available as a in-company programme
and can be tailored to your specific needs. For
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PROPOSAL
WRITING The
Point at Which the Sales Personal Looses Control
Who Should Attend And Why
The proposal document is often the only hard evidence
which buyers can use to influence/convince their colleagues,
peers or bosses.
It needs therefore to clearly lay out the offer in layman’s
terms, covering all the concerns raised or benefits highlighted
during the sales process. A proposal should not be submitted
if there is not a 50/50 chance of conversion.
By The End Of The Workshop Participants
Will Have:
Have examined a variety
of proposals and identified good and bad factors
Be able to decide upon key criteria for improving
their proposal writing
Be able to use a self-critiquing
technique to continue the development of their writing skills
Have Worked with appropriate structures
and layouts to match the prospect requirement and selling
situation
Have used techniques to help shorten
the preparation and ideas gathering stage
And
more specifically:
Be able to turn standard text
into more exciting reading
Be able to build reader appeal
and increase motivation to act
Ensure a balance of fact and motivational
triggers
Be more confident in selecting
the most positive language to influence the readers
Workshop Overview
Planning the Proposal
Setting objectives for a proposal – primary and secondary
Appealing to a wide audience – who will read it and
what are their needs
Understanding the differing criteria for each reader
Types of proposal and; short, tender documents; strategic
influencing tools
Getting Under Way
Using Templates
Using creative and analytic tools to improve effectiveness
and efficiency
Increasing customer desire and comfort levels
Overcoming identified objections, anticipating further resistance
Developing message flow
Re-enforcing key points
Using effective vocabulary
Fine Tuning
Informal v ineffective – where to personalise
Understanding what makes people buy – general and
specific
Using a covering letter to enhance your chances
Typical errors, common pitfalls
Keeping Your Chance High
Maintaining control at this stage of the sale
Presenting the Proposal
Check lists - do’s and don’ts
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